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Public Relations in a Social Media World Webinar
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Public Relations in a Social Media World Webinar

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How social media has changed the PR landscape and how to make the most of the new way opportunities ...

How social media has changed the PR landscape and how to make the most of the new way opportunities

Social Media has changed the way that businesses of all sizes can manage their public relations. The rules have changed. And now is the time to take advantage of these changes and learn how to implement these new rules into your business.

During this one-hour webinar with social-media savvy public relations expert Corrie McLeod of Espresso Communications we'll look at:

The opportunities that social media provides for you to promote your business news to media
How to integrate social media into your media messages
How to target the online media with your message
We'll see some practical examples of local businesses who are successfully using Social Media for Public Relations and learn from their experience.

Plus you'll have the opportunity to ask Corrie your Social Media Public Relations questions.
Wednesday, 23 June for Public Relations in a Social Media World.

For more great webinars, check our website. http://www.abn.org.au/site/events

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  • Many different definitions, some example of activities that would fall under the PR banner Many of these activities rely on a third party to filter and validate Social media – def taken from Wikipedia, in itself and example of content produced by individuals. The crowd is now the filter, they make the referrals, connections, the direct feedback as well as public admonishments if they believe it is warranted So what’s changed?
  • Many different definitions, some example of activities that would fall under the PR banner Many of these activities rely on a third party to filter and validate Social media – def taken from Wikipedia, in itself and example of content produced by individuals. The crowd is now the filter, they make the referrals, connections, the direct feedback as well as public admonishments if they believe it is warranted So what’s changed?
  • What are the opportunities? All of these tools provide a direct link to your customers. Insert poll: How many use one or more of these social media tools socially? How many use one or more of these tools for business?
  • Event – selling childrens clothes. Mums groups and referrals are vital. Facebook event page. Compliment existing database outreach etc. is it worth setting up a twitter #? Advertising – releasing new campaigns. Elements of the process might be relevant. Finding suppliers! SEO – production of content, more online presence, easier to find you! Customer Service – I put this in here because your customers can now talk about you, good and bad. How do you respond, what is your plan? If you are a big corporate, you might approach this by leveraging the brands and personalities we sponsor. This can translate to smaller businesses too. Think about your personality as a company, what you support and champion and how your company story might be better told
  • She is a To Do List Specialist - she takes care of all the things on  your  to do list. Tools Twitter Follows – 750 Followers – 900 Tools – twitter, good business, brand awareness, press coverage, within twitter followers. ‘ If they’re not on twitter, someone on that knows them is on twitter’ Get out of it what you put into it. RT people, converse No marketing, only social media Database, tip of the week – suits the business and the customer – quick, informative Hope that no issue, come to you privately – has effect of overall share information. Had a client. Guess handbag that needs repairing. Find this company; to fix so can be trusted. Building brand awareness Networking, building connections Do it all from your desk Link all of your updates together. Not as interactive, opens other area of awareness
  • Hat tip to Suzi Dafnis  Should I be blogging? How do I reach these bloggers and how should I treat them? Build a relationship Ask questions Consider geography Ensure relevance! To blog or not to blog? Content, consistency, your audience What makes it sticky? Comments? Are you prepared for them?
  • Print media challenged – Ralph closed as an example, other pubs going online only Online is hungry and hungry for content Example here is of the SHIFT PR social media release template Not feasible to recreate in this form always – but excellent food for thought about what content you have that best reflects your company Talk through

Public Relations in a Social Media World Webinar Public Relations in a Social Media World Webinar Presentation Transcript

  • How social media has changed the PR landscape and how to make the most of the new way opportunities Public Relations in a Social Media World
  • Stella De Zotti Australian Businesswomen’s Network
  • Suzi Dafnis Australian Businesswomen’s Network
  • Corrie McLeod Espresso Communications
    • Media relations, stakeholder engagement, product PR, crisis or issues management, analyst relations, publicity
    What is PR?
    • Supports the democratisation of knowledge and information, and transforms people from content consumers to content producers
    • What does this mean for you?
    • a) businesses can now speak directly to their customers, prospects and peers
    • b) it’s all happening very FAST
    What is Social Media?
  • Social Media Tools
    • 1.    This year, generation Y outnumber Baby Boomers
    • 2.    96% of them have joined a social network
    • 3.    Years to reach 50 million users? The radio – 38, TV-13, The Internet - 4, the iPod- 3.
    • 4.    Facebook added 100 million users in less than 9 months
    • 5.    If Facebook were a country it would be the world’s 4th largest, after China, India and the US
    • 6.    The fastest growing segment on Facebook is 55-65 year old females
    • 7.    80 percent of Twitter usage is on a mobile device
    • 8.    Twitter has a monthly growth of 1,382 %
    • 9.    In 2009 Boston College stopped distributing e-mail addresses to new students
    • 10.  78 % of consumers trust peer recommendations – and 14% trust advertisements
    • 11.  24 of the 25 world’s largest newspapers have experienced decline
    • 12.  We no longer search for the news, the news finds us. In the future, products and services will also find us
  •  
    • Hectic Helpers - Kay Marco
    • Target market: Female, business owners, parents, clients locally and internationally
    • Tools: Twitter, Facebook, LinkedIn and a Blog
    • The killer app for Kay: Twitter
    • Benefits:
      • Brand awareness
      • Information – the Gucci handbag
      • Replaces some ‘press the flesh’ networking functions
    • Tips
      • Go easy on marketing and engage with your community
        • You get out what you put in
      • Experiment
        • Try different tools to see what suits you
      • Link updates and communications
    A Case Study: Hectic Helpers “ If they’re not on twitter, someone they know is on twitter”
  • Blogging
    • Who is actually blogging?
      • Gender distribution: 49.1% Male
    • 50.9% Female
      • Age Distribution: <20 yrs: 20.2%
    • 21-35 yrs: 53.3%
    • 36-50yrs: 19.4%
    • >51yrs: 7.1%
    • How do I engage with bloggers?
      • Build a relationship
      • Ask questions
      • Consider geography
      • Ensure relevance
    • To blog or not to blog?
  • Social Media Press Release
  • Customer Service
    • What are your customers saying about you?
    • Do you know?
    • Do you have a strategy?
    • Tips:
      • Listen to what’s happening online
      • Acknowledge negative comments
      • Be accessible
      • Be honest
      • Public and private still applies online
    • Think about your audience
    • Map to business objectives
    • Experiment
    • Set yourself goals
    • Find resources online
    • Be yourself and enjoy the process!
    Getting Started
  • Question Time
  • Next Event TIME: 10.15am for 10.30am - 12.00pm